Crisp Turns Profitable as Cost Cuts and Repeat Customers Pay Off
Online grocery company Crisp closed 2025 at a turning point, reporting positive results for the first time since its founding in 2018. The Dutch startup reached operational break-even in the Netherlands and Belgium, marking a shift after years of rapid growth accompanied by losses. For chief executive and co-founder Tom PeetersDealroom has a profile for this one. Try Dealroom →, the milestone reflects structural progress rather than a seasonal boost, the result of sustained operational changes and a clearer strategic focus.
Revenue momentum had already been building. Crisp generated nearly €83 million in sales in 2024, though it still recorded significant losses at the time. In 2025, tighter cost control, improved margins and more efficient operations helped narrow that gap. A loyal customer base proved central to the turnaround, with recurring shoppers accounting for around 70% of revenue and more than half of sales coming from outside the Netherlands’ main urban areas.
Growth continued alongside greater discipline. Crisp expanded its lunch offering for businesses, a segment that grew by about 40% over the year, supported by partnerships with catering groups such as Sodexo. The company also tested limited-availability digital product launches, creating short-lived online queues for everyday items — an approach that highlighted its ability to engage customers beyond the traditional supermarket model.
The year was not without pressure. Crisp faced legal challenges from a group of investors and uncertainty around labor agreements that could have raised costs significantly. While the disputes are ongoing, Peeters has said the company expects a favorable outcome and emphasized that the majority of employees support the current e-commerce labor framework.
Looking ahead, Crisp is positioning itself for a more stable phase of growth. It secured €28 million in refinancing through ABN Amro, plans to relocate to a new energy-efficient distribution hub in Amsterdam in 2026, and is piloting an AI-driven shopping tool designed to simplify meal planning for customers. After a year focused on governance and execution, the company is now looking to combine profitability with innovation in a highly competitive grocery market.
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